Strategic-Enrollment-Management-Plan-2015

Strategic Enrollment Management (SEM) Plan for 2015 – 2018 University of Wisconsin – Whitewater Summary Information Recruitment and enrollment at colleges and universities across the U.S has become more competitive than ever before and this is especially true in our recruiting region To understand the overall Strategic Enrollment Plan (SEM), a review of the past SEM results are listed below New Freshmen New Transfer 2011 - 14 Proposed Target Recruitment Numbers by Type 2011 Class 2012 Class 2013 Class Actual Proposed Actual Proposed Actual 2,006 2,125 2,168 2,100 2,108 666 715 744 715 689 2014 Class Proposed Actual 2,150 2151 715 706 For this plan there are several assumptions were made: first, we are anticipating consistent recruitment numbers for traditional first-year students at 2,150; second, there are pockets of growth in high school students around the region and state with no overall growth projected in the state; third, the demographics of the students in Wisconsin will change – there will be little growth in number of Caucasian or African American students and significant growth in Hispanic students graduating from high schools The plan for traditional-aged students is to keep academic profile of incoming class at approximately 22.3-22.5 ACT; 3.20-3.30 HS GPA Growth in transfer student numbers has occurred only due to increases in the number of students from Illinois An analysis of articulation agreements needs to be done to see if they are successful or not In two of our smaller target areas, high school students and international students, both markets are unpredictable, but growth is expected in those two areas With more attention to high school programs in both finances at the state-level and student interest, we are expecting slight increases in that market With a similar SEM plan for the Center of Global Education being developed, we are anticipating growth in international students including first-time students, transfer students and study abroad students Wisconsin Freshmen Illinois Freshmen Non-Resident Freshmen International Total New Freshmen WI Transfer Illinois Transfer Non-Resident Transfer Total New Transfer 2015 - 18 Proposed Target Recruitment Numbers by Type 2015 Class 2016 Class 2017 Class Proposed Proposed Proposed 1755 1750 1750 345 345 345 35 35 35 15 20 20 2150 2150 2150 615 627 630 90 100 105 20 23 25 725 750 760 2018 Class Proposed 1750 340 35 25 2150 640 110 25 775 There is a need for a solid and continued marketing and communication plan for recruiting students, family members and high school counselors Finally, success is measured by meeting the recruitment goals; meeting or exceeding retention goals for both first-year and transfer students; lowering transfer-out rates Strategic Enrollment Management (SEM) Plan for 2015 – 2018 University of Wisconsin – Whitewater I Introduction II What were our goals 2011-14? A Class size i First-year ii Transfers III What have our past enrollment results been? A Class size i First-year ii Transfers iii High School Specials……………………………………………………………………………………………………………………………… IV What is the Profile of our incoming students? A Class profile i First-year ii Transfers V Planning Assumptions A SWOT Implications Affecting Recruitment & Enrollment B Student Demographics Affecting Recruitment (S WI, overall WI, N IL) C Financial Factors Impacting Student Enrollment D Enrollment at Regional Institutions E Benchmarking Versus Regional Peers (MSEP) F Scholarships and Non-Resident Remission G Demand for Current Academic Programs i Growth and Decline in programs for incoming first-year students ii Anticipated changes in academic programs (based on SPBC report 2012-14) H UW System New Majors and Programs I High School Programs – Youth Options, Course Options, Partners in Education, and HS Specials J Transfer Initiatives – Articulation Agreements, 2+2, K International Recruitment Initiatives L Importance of a Strong First-Year Class……………………………………………………………………………………………………………… VI What are our target enrollment numbers and preferred student profile 2015-18? A Traditional Students B Non-traditional Students (military, adult, community members, on-line) C High School Programs – Youth Options, Course Options, Partners in Education and High School Specials………… D Transfer Students E International VII Who are we targeting? A Traditional Students – purchasing names (ACT, College Board, Cappex), ACT submissions, FAFSA, by program, etc……………………………………… B Non-traditional Students – military, adult, community members, on-line)………………………………………………………… C High School Programs………………………………………………………………………………………………………………………………………… D Transfer Students……………………………………………………………………………………………………………………………………………… VIII How we communicate our message? A Trends in college decision-making (counselors, parents, ……………………………………………………………………… B Print UW System viewbook, search piece, transfer brochure, admit packet, value piece, counselor update, adult/non-trad, multilingual pieces (which ones) C At recruiting events (WEF, college fairs, high school visits, visiting businesses, ………………………………………………… 1|Page D E F G Website (analytics, chat……………………………………………………………………………………………………………………………………… On-line (Cappex, ads with Pandora, Facebook, LinkedIn, …………………………………………………………………………………… Video (website, Premiere Days, Campus Tour, Virtual Tour)……………………………………………………………………………… Premiere Days; Campus Visit/Campus Tour; Counselor Visit Day……………………………………………………………………… IX What is the Recruitment Plan? A High School Visits (add Appleton, Green Bay, Madison……………………………………………………………………………………… B WEF and College Fairs…………………………… C Non-Traditional Students (military, adult, community members, on-line)………………………………………………………… D Youth Options, Course Options, and Partners in Education E Transfer (articulation agreements, add College of Lake County, McHenry, Rock Valley)…………………………………… X How we measure success? A Meet admissions targets/goals B Maintain or increase student academic profile C Increase the retention and graduation rates D Other measures………………………………………………………… 2|Page Tables Table 1: Table 2: Table 3: Table 4: Table 5: Table 6: Table 7: Table 8: Table 9: Table 10: Table 11: Table 12: Table 13: Table 14: Table 15: Table 16: Table 17: Table 18: Table 19: Table 20: Table 21: Table 22: Table 23: Table 24: Table 25: Table 26: Table 27: Table 28: Table 29: Table 30: Table 31: Table 32: Table 33: Table 34: Table 35: Table 36: Table 37: 2011 - 14 Proposed Target Recruitment Numbers by Type ……………………………………………………………………… UW-Whitewater Headcount Enrollment 1980 to 2014……………………………………………………………………………… Admission/Enrollment Number of New Freshmen Fall 2010-2014…………………………………………………………… Admission/Enrollment Number of Transfer Students Fall 2010-2014………………………………………………………… Types of Dual Enrollment for High School Students…………………………………………………………………………………… Academic Profile of New Freshmen 2009, 2011, 2014… ………………………………………………………………………… All Students by ACT Composite 2010-2014………………………………………………………………………………………………… Under-represented Minority Students by ACT Composite 2010-2014……………………………………………………… Academic Profile of New Transfers 2009, 2011, 2014……………………………………………………………………………… Sending Institution of New Transfers 2004-2012……………………………………………………………………………………… Top 10 Countries Sending Students to Study in the U.S …………………………………………………………………………… Endowment, Aid, and Student Loan Data by UW Institution……………………………………………………………………… Enrollment at Regional UW Colleges and Universities……………………………………………………………………………… Enrollment at Wisconsin Private Colleges and Universities 2001/02 to 2010/11……………………………………… Participation in the Midwest Student Exchange Program………………………………………………………………………… Non-resident remission Scholarship Formula…………………………………………………………………………………………… Non-Resident Fee Remission 2009 - 2014…………………………………………………………….…………………………………… Top Changes in College of Business and Economics Majors for First-Year Students 2004 to 2014……………… Top Changes in Majors for First-Year Students 2004 to 2014 (excluding CoBE)………………………………………… Priority Areas for Expanding Current Academic Programs………………………………………………………………………… Number of New Undergraduate Programs by UW Institution 2001-2014………………………………………………… Tracking First-Year Cohorts Year-to-Year ………………………………………………………………………………………………… Overall Enrollment by Admission Type 2013 and 2014……………………………………………………………………………… Proposed Target Recruitment Numbers by Type 2015-18………………………………………………………………………… High School Graduates in Wisconsin 2013-2023………………………………………………………………………………………… High School Graduates in Illinois 2013-2023……………………………………………………………………………………………… UW-Whitewater Top Feeder High Schools by Enrolled Students……………………………………………………………… Majors on First-Year Students 2004-2013………………………………………………………………………………………………… UW-Whitewater Top Feeder Transfer Schools by Enrolled Students………………………………………………………… Enrollment of All Transfer Students by University Type and by Program…………………………………………………… Applications of New First Year Students by Month 2011 – 2014………………………………………………………………… Applications of New Transfer Students by Month 2011 – 2014………………………………………………………………… Retention…………………………………………………………………………………………………………………………………………………… NSSE “If you could start over again, would you go to the same institution you are now attending?”………… Website Analytics……………………………………………………………………………………………………………………………………… Campus Tour numbers……………………………………………………………………………………………………………………………… Warhawk Premiere Day numbers……………………………………………………………………………………………………………… Charts Chart 1: Chart 2: Chart 3: Chart 4: Top Feeder Schools – new first-year students…………………………………………………………………………………………… Wisconsin High School Enrollment Changes 1998-2003…………………………………………………………………………… Wisconsin High School Enrollment Changes 2008-2013…………………………………………………………………………… Strengths, Weaknesses, Opportunities, Threats: Strategic Planning Retreat – Summer 2011…………………… Appendix Table A: Table B: Table C: Table D: Population of 17-county regional area (S Wisconsin/N Illinois) by County……………………………………………… Demographics of 17 county regional area (S Wisconsin/N Illinois) by County………………………………………… UW-Whitewater Current Undergraduate Enrollment by County……………………………………………………………… Admissions Marketing Material………………………………………………………………………………………………………………… 3|Page Strategic Enrollment Management (SEM) Plan for University of Wisconsin – Whitewater I Introduction The focus of this document will be on undergraduate student recruitment and the plans for recruiting students for the next few (3-4) years The document will review our past recruitment and enrollment efforts for both first-time students as well as new transfer students Planning assumptions for recruitment will be reviewed that include topics such as demographics in our primary recruiting region, financial factors, enrollment at regional and peer institutions, and changes in programs for college credit for high school students Our target numbers for first-year and new transfer students will be outlined Then, communication plans, such as who we are targeting and what marketing material we will be using, will be reviewed Our recruitment plan will be discussed in terms of where and when our staff recruit students will be formulated Finally, measures of success will be articulated II What were our goals? Table 1: 2011 - 14 Proposed Target Recruitment Numbers by Type 2011 2012 Class 2013 Class 2014 Class* Class Actual Proposed Actual Proposed Actual Proposed Actual WI New** 1,445 1,560 1,450 1,555 1,437 1,550 1579 WI Minority 269 240 309 250 268 250 251 Illinois 209 240 295 260 306 260 255 Illinois Minority 37 30 49 35 35 35 31 Non-Resident 28 30 47 30 41 30 21 Non-Resident Minority 10 10 10 International 15 15 15 12 15 12 Total New Freshmen 2,006 2,125 2,168 2,100 2,108 2,150 2,151 WI Transfer 580 630 596 615 561 615 575 Illinois Transfer 68 70 118 85 107 85 111 Non-Resident Transfer 18 15 30 15 21 15 20 Total New Transfer 666 715 744 715 689 715 706 OVERALL TOTAL 2,672 2,825 2,912 2,870 2,797 2,870 2,857 * 2014 Class revised after the previous SEM report was finished ** WI Covenant students removed from the previous report and included under WI New A Class size i First-year To provide context for this report, a brief evaluation of the goals of recruitment for the past three years are reviewed here The initial goals in the 2011 UW-Whitewater Admissions Office Strategic Enrollment Plan (2011 SEM) were for planning purposes and were consistent with the UW-Whitewater Growth Agenda enrollment goals Based on the Growth Agenda projections, the proposed first-year class size for the 2012 fall class was to be 2,115 new first year students; the proposed 2013 fall class was to be 2,155 students, which was revised down to 2,100 due to the restraints of campus housing; the proposed 2014 fall class was to be 2,195 students was revised down to 2,150 Overall, these students were to come primarily from Wisconsin (84%) and Illinois (13%) The remaining 3% of students were to be other non-residents and international students The projected class size was determined annually in July or August by the Chancellor with input from various constituencies across campus The actual first-year class size for 2012 came in higher than projected at 2,168 Of that, 1,811 came from Wisconsin (83.5%); 344 (15.9%) came from Illinois; the remaining 68 (3.1%) were other non-residents and international students Surprisingly, the number of under-represented minority students (URM) from Wisconsin significantly increased in 4|Page 2012 and the number of non-URM students did not meet the recruitment projections Further, the number of nonresident students came in significantly higher than expected The actual first-year class size for 2013 (2,108) came in very close to the projected 2,100 students The number of Wisconsin students was 100 students lower than anticipated with URM students making up some (30) difference in the overall decline in non-URM students from Wisconsin Our non-resident student numbers continued to be strong in 2013 with a slight dip in URM students from Illinois The actual first-year class size for 2014 (2,151) again came in very close to projected class of 2,150 students The number of students recruited from Wisconsin were better aligned with recruitment estimates Again the number of URM students from Wisconsin increased over projections The number of students recruited from Illinois was down significantly from 2013, but were very close to enrollment goals for the year Other non-resident enrollment was down from projections ii Transfer class size Transfer students seem to be a bit of an enigma at UW-Whitewater in the way they are counted There are two types of transfer students – transfer readmits (TA) and regular transfer students (TR) TAs previously attended UWWhitewater at some point in their academic career; TRs never attended UW-Whitewater before enrolling now For the purpose of this report, transfer students will be TRs Further, transfer students who enroll during the summer term are not counted in fall enrollment numbers Summer starters are considered continuing students for fall term Thus, approximately 60 transfer students each fall semester are not counted in the fall headcount as “new” transfer students This is not the same for first-time high school students; the high school students can enroll in a summer course, but are still considered first-time freshmen during the fall semester The proposed number of transfer students was to reflect the UW-Whitewater Growth Agenda enrollment goals So, transfer student enrollments were remain approximately 700 each fall students to meet these targets It was also anticipated that the number of transfer students from Illinois will also grow slightly during this time period The actual number of transfer students for 2012 came in at 715 students This was an increase of over 7% from the 2011 fall recruitment of transfer students We were anticipating a larger number of resident students from Wisconsin, but came in behind The Illinois transfer students were almost 70% above projections and other nonresident transfer students doubled what was expected The actual number of transfer students for 2013 came in at 689 students, which was down almost 4% from 2012 and 3.5% below recruitment goals based on the Growth Agenda targets There was a significant drop (nearly 10%) in transfer students from institutions in Wisconsin from 2012 to 2013 Again strong recruitment and enrollment from transfer students in Illinois and other non-residents were about 30% higher than anticipated The actual number of transfer students for 2014 came in at 706 students, which was up over 2% from 2013 and are near the Growth Agenda goals of 700 The strong enrollment numbers from students transferring from other Wisconsin institutions drove the growth Again enrollments from Illinois and other non-residents exceeded expectations and continue to be strong Finally, the trends where transfer students are transferring from and the academic program they enroll in at UWWhitewater will be reviewed later in this document 5|Page III What have our past enrollment results been? A Class size i First-year Table 2: University of Wisconsin – Whitewater Headcount Enrollment 1980 to 2014 2010-11 2011-12 2012-13 2013-14 2014-15 11,557 11,615 12,031 12,015 12,159 Total Enrollment 2,044 1,980 2,168 2,108 2,151 First Year Class 731 715 794 731 706 Transfer (new) 2000-01 10,687 2,077 2001-02 10,566 1,895 2002-03 10,810 2,035 2003-04 10,842 1,833 2004-05 10,955 1,762 650 2005-06 10,769 1,712 630 2006-07 10,502 1,805 626 2007-08 10,737 2,063 649 2008-09 10,962 2,154 663 2009-10 11,139 1,953 636 1990-91 10,841 1,953 1991-92 11,011 1,819 1992-93 11,046 1,785 1993-94 10,897 1,846 1994-95 10,897 1,704 1995-96 10,594 1,900 1996-97 10,679 1,842 1997-98 10,808 1,914 1998-99 10,816 1,931 1999-00 10,841 1,953 1980-81 10,006 1981-82 10,212 1982-83 10,321 1983-84 10,493 1984-85 10,737 1985-86 11,027 1986-87 10,901 1987-88 10,843 1988-89 10,458 1989-90 11,022 1,836 Source: UW System (1989 to 2014) and UW-Whitewater (1980 to 1989) enrollment data The University of Wisconsin – Whitewater (UW-W) enrollment has been stable between 10,006 and 12,148 over the past thirty-five years (Table 2) UW-W has exceeded the 11,000 student plateau on four different occasions (1985-86, 1989-90, 1991-93, 2009-current) during that time and 12,000 students the past three years UW-Whitewater has grown seven of the last eight years with growth totaling 15.7% (1,646 students) during this time span The size of the first year class has fluctuated between 1,704 (1994-95) and 2,168 (2012-13) Table 3: Admission/Enrollment Number of New Freshmen Fall 2010 – 2014 2010 2011 2012 2013 Wisconsin WI Minority Illinois IL Minority Other NonResident Other NR Minority International 2014 Apply Admit Enroll Apply Admit Enroll Apply Admit Enroll Apply Admit Enroll Apply Admit Enroll 4,094 1,186 3,149 610 1,508 245 4,077 1,342 3,089 688 1,445 269 3,950 1,325 3,135 737 1,448 297 3,958 1,340 3,106 632 1,437 268 3,813 1,501 3,045 720 1,579 251 687 504 195 862 612 209 923 705 282 1,111 808 306 986 744 255 116 69 17 126 79 37 147 97 43 208 108 35 226 128 31 156 114 42 140 96 28 150 104 47 144 111 41 127 87 21 25 11 52 25 45 18 50 15 50 15 45 20 11 54 18 77 36 15 53 22 12 68 34 12 15 10 Adult* 29 16 36 15 33 12 11 31 39 (age >=25) 37 20 12 39 23 16 50 33 22 42 24 13 51 Military*/** 6,309 4,477 2,019 6,653 4,607 1,989 6,617 4,832 2,138 6,864 4,802 2,108 6,771 TOTAL New Freshmen * Adult and students with military experience are counted in the state data ** Military includes: disabled veteran, Montgomery, National Guard, National Guard Reserve, Active Reserve, or Post 911 32 22 4,773 2,151 Over the past three years, the number of applications of new undergraduates non-URM students from Wisconsin have dipped about 7% (Table 3) with decreases in enrollments of first-year students from WI in 2011-2013 The applications and enrollment of URM first year students has grown steadily over the past five years from 263 in 2010 to 344 in 2014, a 30% increase during this time period, a significant accomplishment 6|Page UW-Whitewater’s growth has also been seen in the number of students from Illinois The number of students from Illinois has risen from 10.5% of the first year class in 2010 to over 16.0% in 2013 However, the number of applications and enrollment of “other non-resident” students (which includes all non-Wisconsin residents except those from Illinois) has decreased from 2010 to 2014, with the largest decline from 2013 to 2014; however, this group remains a relatively small number compared to Wisconsin and Illinois students The number of applications of other nonresident URM students has been steady over the past four years The number of new, first year international students remained small during this time period, about to 15 students a year; first year adult students and students with military experience together account for 1% of all first year students and have decreased slightly over the past two years For tracking purposes of this report, students who are at least 25 years old are considered “Adult” students ii Transfers Table 4: Admission/Enrollment Number of New Transfer Students Fall 2010 – 2014 2010 2011 2012 2013 Apply Admit Enroll Apply Admit Enroll Apply Admit Enroll Apply Admit Enroll Apply 1,358 843 634 1,383 852 633 1,284 853 596 1,391 849 561 1,251 Wisconsin 167 94 60 185 113 62 254 175 118 265 177 107 253 Illinois 80 34 22 58 22 17 93 49 30 73 36 21 84 Other NR 271 160 118 287 164 113 284 171 126 342 186 141 300 Adult* 76 41 26 64 34 23 74 43 36 75 42 28 75 Military** 1,605 971 716 1,626 987 712 1,631 1,077 744 1,729 1,062 689 1,588 TOTAL * Adult and students with military experience are counted in the state data ** Military includes: disabled veteran, Montgomery, National Guard, National Guard Reserve, Active Reserve, or Post 911 2014 Admit Enroll 815 575 170 111 42 20 175 135 47 36 1,027 706 Table shows that there has been almost no growth of applications or enrollment of transfer students between Fall 2010 and Fall 2014 The growth that has occurred with transfer students has been with students from Illinois, but the size of that group is approximately 10% of the Wisconsin transfer population Adult students and students with military experience account for over 15% and 3% of all transfer students respectively The number of applications and enrollment for adult students has grown steadily over the past four years while the military numbers have grown about 10% iii High School Specials There are currently four opportunities for high school students to complete college-level courses through UWWhitewater: Youth Options program (YOP), Course Options (CO), Partners in Education (PIE) and high school specials There is great uncertainty in terms of providing college credit for high school students in the future as funding for the Course Options program is up-in-the-air until the next legislative budget The YOP program allows high school students to enroll in UW-Whitewater credit courses on the UW-Whitewater campus The Wisconsin legislature created the Post-Secondary Enrollment Options (PSEO) program, later renamed Youth Options, in 1991 (s 118.55, Wis Stats.) YOP legislation allows high school students to enroll in public and private institutions of higher education with credits applied to high school graduation requirements and/or postsecondary programs The CO program started in 2013 to allow students in Wisconsin public schools to enroll in up to two courses at a time CO courses are to be offered at no cost to students, and school districts are expected to pick up the cost; in 2014 the costs are being covered by the UW System The PIE program is similar to YOP and CO, but allows high school students to earn college credit in their high school The program is a local UW-Whitewater program that started in 2012 and utilizes courses from X departments Instructors are selected on the basis of criteria set up by each UW-Whitewater academic department; all require a master’s degree or significant graduate-level course work 7|Page Program Credits Eligibility for Admission Tuition Location of courses Enrollments Fall 2014 Table 5: Types of Dual Enrollment Programs High School Students Youth Options Course Options (CO) Partners in Education Program (YOP) (PIE) courses; courses 1-2 courses Max of credits Junior or Senior Grades 9-12; Rank in the top 25% standing; Rank in the top 25% of high school class Rank in the top 25% of high school class OR of high school class; HS GPA of at least HS GPA 3.50 3.25 on a 4.0 scale OR ACT score of 24 and class rank in the top 50 percent School district pays UW System pays the $394 per 3-credit the UW course tuition tuition course UW-Whitewater UW-Whitewater Local high school campus campus or on-line 22 230 High School Special College credit students must meet the course prerequisites or receive consent from their advisor Student pays the tuition UW-Whitewater campus or on-line Xx 8|Page IV What is the Profile of our incoming students? A Class Profile i First Year students The academic profile of our traditional-aged undergraduates (Appendix Table 6) has remained relatively constant over the past five years Over the past five years, students attending UW-Whitewater, on average, have a 22.1 to 22.5 (Table 7) average ACT composite score, a 3.20-3.26 high school GPA, and rank in the mid-sixtieth percentile of their high school class Over the past five years, UW-Whitewater averages 520 new students (nearly 25% of the class) with an ACT composite of 25 or over, which places their score in the top 25% of all test takers nationally (ACTstudent.org) Likewise, UW-Whitewater averages 93 new students (5% of the class) with an ACT composite of 16 or below, which places their score in the bottom 25% of all test takers The majority (69%) of UW-Whitewater students have an ACT composite between 17 and 24, or the middle quartiles (UW-Whitewater Institutional Research, 2011 and 2014) Table 6: Academic Profile of New First Year Students by Type Fall 2009 Fall 2011 Applied WI New Freshman ACT (inc minority/cov)HS GPA HS % Rank WI NF Minority ACT HS GPA HS % Rank IL-New Freshman ACT (inc minority) HS GPA HS % Rank IL Minority NF ACT HS GPA HS % Rank Other Non Res NF ACT (inc minority) HS GPA HS % Rank Other NR Minority ACT HS GPA HS % Rank Adult ACT HS GPA HS % Rank Military ACT HS GPA HS % Rank TOTAL New FreshmenACT HS GPA HS % Rank 21.53 3.03 58.56 18.46 2.65 52.16 22.34 3.04 56.52 20.19 2.56 41.47 21.58 3.09 54.12 18.91 2.72 35.14 18.22 2.22 38.47 21.39 2.71 49.28 21.63 3.03 58.16 Admit 22.67 3.27 66.91 19.53 3.01 64.43 23.21 3.23 63.88 22.21 2.9 51.81 22.56 3.23 60.70 21.59 3.01 55.00 19.33 2.44 50.50 21.96 2.80 53.17 22.74 3.27 66.42 Enrolled 22.34 3.23 64.24 18.84 2.96 64.31 22.83 3.20 60.64 22.42 2.85 45.38 21.89 3.05 53.01 23.17 2.85 54.17 17.00 2.73 73.00 21.51 2.78 54.69 22.39 3.22 63.68 Applied 21.43 3.05 60.39 18.31 2.71 57.94 22.26 3.08 54.84 20.26 2.72 41.21 21.64 3.02 53.58 21.71 3.03 55.45 20.50 2.04 30.43 20.65 2.60 41.97 21.57 3.06 59.46 Admit 22.54 3.29 67.67 19.75 3.09 68.60 23.10 3.25 61.80 21.65 2.98 49.61 22.42 3.20 60.86 20.36 3.08 55.72 21.00 2.14 34.00 21.17 2.83 52.39 22.63 3.28 66.63 Enrolled 22.29 3.26 65.07 19.42 3.02 64.70 22.54 3.26 59.68 20.93 2.93 51.52 21.81 3.19 58.46 21.06 3.20 55.88 22.00 2.12 38.60 20.16 2.75 49.00 22.32 3.26 64.28 Fall 2014 Applied 21.42 3.04 57.50 18.86 2.70 54.32 22.59 3.10 55.28 21.13 2.89 51.18 22.31 3.19 62.15 20.57 2.91 55.80 21.31 2.70 48.86 22.91 2.78 48.44 21.65 3.05 57.16 Admit 22.59 3.29 64.69 20.71 3.12 65.74 23.36 3.26 61.71 22.58 3.14 58.95 23.80 3.39 67.43 24.02 3.36 63.00 21.75 2.77 50.02 22.63 2.88 61.40 22.76 3.29 64.30 Enrolled 22.42 3.23 61.19 20.52 3.02 59.93 22.85 3.27 59.91 21.81 3.05 54.21 22.94 3.61 73.15 22.00 3.59 62.75 21.94 2.77 49.51 19.78 2.84 48.07 22.49 3.24 61.12 Source: UW Whitewater Admissions Data 2011, 2014 Underrepresented minority students from Wisconsin have a significantly lower average ACT composite score of 20.52 compared to the overall average of 22.49 for Fall 2014 (-1.97 points) The Illinois ACT composite scores (both nonURM and UMR rates) were, on average, above the counterpart Wisconsin rates by approximately points for nonURM students and 1.3 points for URM students But, their high school GPA was almost identical and their high school rank was significantly lower than both the overall average and Wisconsin minority average The other non-resident rates vary dramatically year-to-year due to the overall small numbers in that category Nearly all adult students and students with military experience start at UW-Whitewater as transfer students; only 25 new first-year students compared to 126 transfer students between the two groups for Fall 2011 The first-year adult students have a similar average ACT to first-time students, but lower high school GPA and class rank The same is true for the students with military experience, but the numbers of those students is really too small to compare to the larger number in the overall first-year class 9|Page VIII How and when we communicate our message? A Trends in college decision-making The Journal of College Admissions (2013) indicated the top influencers on college decision-making were parents and high school counselors In the journal Higher Education, Lee, Almonte, and Youn (2012) found “Parental involvement and parents’ expectations for their child’s educational attainment positively influence post-secondary decisions.” The 2014 Noel-Levitz E-expectations survey indicated “More than three-quarters of students listed their parents as the greatest influence on their enrollment decision.” Noel-Levitz (2009) mentions that parents should be included in any college recruitment process; “When a prospective student has highly involved parents, you will need to engage his or her parents as well as the student as “co-purchasers.” Willoughby, Rhyneer, and Royall (2012) found parents to be engaged in multiple ways including: talked with child about schools being considered; searched for information on a college’s website; read printed materials colleges sent to child; and read email messages sent directly to them In their annual E-expectation report, Noel-Levitz (2014) found “Parents and seniors both rated college websites as the most influential recruitment resource by a significant margin More than half of all parents and 65 percent of seniors reported looking at a college website within the past week of when the survey was conducted.” Thus, in communication to parents of prospective students, information about college-choice should be clearly articulated Further, a significant amount of time and effort should be invested in the UW-Whitewater Admissions website Noel-Levitz (2011) published a report on why students enroll at their current institution Cost of attendance, financial aid, and academic reputation were the top enrollment factors for students attending four-year public institutions In the same report, there were differences over a 15-year cycle The trends that emerged focused on three factors financial aid, personalized attention prior to enrollment, and recommendations from family and friends These were the items that had increased the most for students in terms of importance for students In the report Noel-Levitz suggested making financial information a priority, both cost-of-attendance and availability of financial aid It should also be noted when students submit applications to UW-Whitewater (Table 31) Over the past four years, 75% of the total applications are started by January Another 10% of applications are submitted in January So, the majority of students submit information early in their senior year of high school As students are admitted, we need to continue that communication stream with them ensuring that they enroll at UW-Whitewater the following fall semester Table 31: Applications of New First-Year Students by Month 2011 – 2014 for Fall Admission Fall 2011 Fall 2012 Fall 2013 Fall 2014 September 737 689 765 714 October 1,504 1,571 1,731 1,634 November 1,793 1,715 1,599 1,679 December 882 854 968 913 January 756 720 798 772 February 389 421 429 302 March 250 260 288 386 April 169 223 174 172 May 100 87 58 100 June 39 46 35 63 July 22 30 16 38 August 12 21 15 Total 6,653 6,623 6,882 6,788 Trends in marketing and promoting institutions have turned to special events and programs For example, a few st institutions have designed “1 admit” sessions where they personally distribute several admissions letters to students who were the first ones to be admitted – as a sign of personal attention Other institutions have competitions for creative ways students are posting admission letter A program UW-Whitewater is considering is announcing and distributing new admit letters for students attending WPD during the week of their admission 32 | P a g e Transfer students have a very different cycle for submitting their application (Table 32) Few students submit applications early in the fall semester for the next fall semester Plan-It-Purple (PIP) orientation programs have been designed around transfer student applications The first PIP program occurs in late April during the time current junior and senior-level students register for class for the fall semester Two PIPs occur in May; one in July; two in August Table 32: Applications of New Transfer Students by Month 2011 – 2014 for Fall Admission Fall 2011 Fall 2012 Fall 2013 Fall 2014 September 21 33 34 42 October 55 52 64 56 November 76 80 75 85 December 110 93 92 86 January 290 307 319 249 February 262 248 243 168 March 222 236 259 266 April 193 226 240 221 May 181 163 162 174 June 115 116 130 112 July 60 71 72 95 August 41 39 33 Total 1626 1632 1729 1587 B Printed material for who and when (uw system viewbook, viewbook, search piece, transfer brochure, admit packet, value piece, counselor update, adult/non-trad, multilingual, counselor visit – invite, save-the-date; HS visit poster; checklists (5); ads (??); Find Your Fit; Warhawk head; non-resident remission page; covenant) The Admissions Offices uses multiple pieces of printed materials to communicate directly to students, families, counselors and others interested in UW-Whitewater Printed material that prospective students would receive includes a UW System Viewbook called “Find Your Fit.” This is a comprehensive viewbook with each institution receiving a 1-page layout and a half-page admission requirement page This document is often given out at Wisconsin Education Fairs, Inc (WEF) events that are located throughout the state each fall (http://wefs.org/Org/about.html) The primary communication to prospective students directly from UW-Whitewater is through a Viewbook The current Viewbook started during the 2012-13 recruitment cycle Between 2008-09 and 2012 the Viewbook was discontinued due to cost and a series of 4-page flyers were used The current Viewbook uses the theme “10 Reasons to Become a Warhawk” This piece is given to every prospective student and is not differentiated between year in school or academic program Transfer students receive an x-page transfer brochure When students are admitted, starting with the 2015 incoming class, the students receive an Admit Packet in a purple envelope including their admission letter and other information Other printed material prospective students may receive includes information for non-resident students on remission (out-of-state scholarships) and on the Wisconsin Covenant A university specific piece is also given to all high school counselors who attend the one of a series of counselor workshops sponsored by UW Help This document provides updates on new programs and university policies related to admissions (i.e change in foreign language requirements, deadlines for FAFSA – now March 1, etc.) High school counselors also receive a Visit Poster to announce when an Admissions Counselor will be stopping at their school They also receive an invitation (and save-the-date postcard) to a campus visit later each spring semester C At recruiting events (WEF, college fairs, high school visits, visiting businesses) (Table toppers, table banners, (non-admissions material: study abroad; LC brochure; CoBE; Education; On-line; CSD; [add: L&S, Arts & Comm, IR piece]) 33 | P a g e D Website (analytics, chat, viewbook on-line, virtual tour, Table x: Website Analytics E On-line (Cappex, ads with Pandora/Facebook/LinkedIn) ads: linkedIn, facebook, Twitter, monthly newsletters to incoming students) The UW-Whitewater admissions office has done very little direct marketing over the past few years For example, small advertising projects have occurred with the Rockford RiverHawks and the Beloit Snappers in 2011 Billboards have been used by the College of Business, but not by the university as a whole F Video (why UW-Whitewater, website: Top 10 Reasons, Premiere Days, Campus Tour, at Welcome Center, CA video for PD, You Know You are a Warhawk When) when update/theme G On-campus events: Premiere Days; campus visit/campus tour; Counselor Visit Day Visitor center, camps/conferences, group tours, Above table banners, Willies’ Wall, CA umbrellas, CA ponchos Wheels-to-Whitewater 34 | P a g e IX What is our recruitment plan? A High School Visits In 2012-13 recruitment cycle was changed from visiting primarily at regional college fairs (including Wisconsin Education Fairs [WEF]) to include multiple high school visits Each counselor was assigned a particular group of high schools with a focus on visiting our top 100 feeder high schools in Wisconsin at least once a year and the top 25 feeder high schools multiple times Visit plans for our top feeder transfer institutions were also to be developed The overall plan will include reviewing how and when campus visits are completed As there are many types of campus visits, from Warhawk Premiere Days, Wheels to Whitewater, daily individual tours, large group tours and conferences, each type of contact will be have to reviewed Expanded efforts in terms of additional Warhawk Premiere Days in the summer and a campus-wide Open House have been discussed The WPD events will occur in July and August 2012 and the Open House early in 2013 Several of our targeted market areas including veterans, non-traditional/adult, and international will all have a plan developed around expanding our presence in those areas With a new director of the Center for Global Education coming on board this summer, new and expanded efforts should be developed specifically in this area An integral part of developing a wider target audience in 2012 and beyond will be working with vendors to find additional prospects The Admissions office plans to use CollegeBoard, ACT and Zinch to buy student names that fit the academic profile of prospective students Other social media sites such as CollegeWeekLive, Facebook and Twitter will be developed as marketing outlets to prospective students Once the prospective students are identified, the appropriate recruitment material will be sent Thus, as we develop the 2013 Viewbook, we need to make sure it is comprehensive and representative of the university Further, continuous communication to prospective students will be at the forefront Communication to prospective students before visits to high schools, evaluations of visits (both with counselors at schools/fairs and on campus) will be conducted, and throughout the year will be added Admissions also looks to increase the advertising in upcoming years This would include advertising at past venues such as with the Rockford Riverhawks and Beloit Snappers, but may also expand to other arenas as appropriate Other advertising may include using Facebook ads or related electronic media Further, more promotional material such as pens, folders, and t-shirts will be given to prospective students during campus visits B WEF and College Fairs Review success of national college fairs (Chicago, Minneapolis, Indianapolis, St Louis) Review success of WEF and other college fairs C Non-traditional students (military, adult, community members, on-line) 35 | P a g e D Youth Options, Course Options, and Partners in Education E Transfer (articulation agreements, CLC/McHenry/Rock Valley 36 | P a g e X How we measure success? A Meet admissions targets/goals There are a number of factors that can be used to measure recruitment success including meeting the established recruitment and enrollment targets for both first-time freshmen as well as transfer students Based upon the proposed goals, this would include increasing (slightly over time) the number of underrepresented minority students and increasing the number of non-resident students (slightly over time) Further, the number of international students recruited would meet or exceed the number the Center for Global Education has planned for Also, if colleges and/or departments have set and shared recruitment goals for specific programs, the Admissions office will seek to meet or exceed those goals To date, no colleges or departments have established goals for any programs B Maintain or increase student academic profile Another factor than can be used to quantify success for the Admissions office is to meet the standards of the academic profile that has been established Overall, that TABLE X: Number of Students Needing Remedial Math and English C Increase the retention and graduation rates Another measure that can be used to quantify the success of the SEM for the Admissions office is measuring the retention and graduation rates of a particular cohort class Included in Table 33 is retention data for two particular groups, under-represented minority students (URM) and non-resident students As these two populations tend to be “higher risk” for retention and graduation, they are included here as benchmarks for future years Table 33: Retention and Graduation Rates of URM, Non-Residents and All Students 2000-2013 URM Students Non-resident Students All Students Cohort Year Cohort Size 2nd yr Retention 4-yr Grad 6-yr Grad Cohort Size 2000 186 67.7% 11.8% 37.6% 137 2001 149 71.1% 5.4% 35.6% 109 2002 148 77.7% 12.8% 41.9% 108 2003 195 72.3% 9.7% 47.4% 91 2004 234 69.2% 9.4% 36.8% 79 2005 159 64.8% 10.1% 32.7% 101 2006 129 76.0% 12.4% 44.2% 116 2007 197 62.9% 8.1% 31.0% 214 2008 201 73.1% 13.9% 203 2009 223 66.8% 12.1% 202 2010 250 67.6% 258 2011 285 76.5% 279 2012 319 63.3% 286 2013 278 373 Source: UW-Whitewater Institutional Research (2014) 2nd yr Retention 4-yr Grad 6-yr grad Total Cohort 2nd yr Retention 4-yr Grad 6-yr Grad 72.3% 70.6% 72.2% 69.2% 70.9% 67.3% 84.5% 74.8% 74.9% 78.2% 80.2% 82.8% 73.3% 27.0% 31.2% 25.9% 22.0% 31.6% 29.7% 37.9% 30.4% 33.5% 27.7% 56.9% 54.1% 52.8% 42.9% 60.8% 51.5% 62.1% 57.9% 2,052 1,857 2,004 1,825 1,745 1,701 1,780 2,048 2,132 1,941 2,033 1,993 2,155 2,096 74.6% 77.3% 78.3% 76.9% 77.0% 74.6% 77.0% 76.1% 78.0% 78.5% 76.9% 80.3% 76.9% 80.5% 20.7% 20.4% 23.1% 25.2% 24.5% 25.7% 29.9% 27.5% 27.0% 27.9% 52.1% 53.0% 55.6% 55.7% 55.7% 53.9% 58.2% 54.8% Another strong indicator is student feedback through the National Study of Student Engagement (NSSE) survey that is conducted frequently at UW-Whitewater Two summarizing questions near the end of the survey ask about overall satisfaction at the institution: “How would you evaluate your entire educational experience at this institution?” and “If you could start over again, would you go to the same institution you are now attending?” in Table 34 37 | P a g e Table 34: NSSE Satisfaction Questions 2013 First-year Seniors “How would you evaluate your entire UW-Whitewater 91% 92% educational experience at this Carnegie 88% 88% institution?” Classification % “Excellent” or “Good” “If you could start over again, would you UW-Whitewater 91% 88% go to the same institution you are now Carnegie 85% 82% attending?” Classification % “Definitely” or “Probably” 2014 First-year Seniors 87% 90% 86% 86% 85% 88% 85% 83% D Other measures Several other factors can be used to determine the success of the Admissions office Some factors would include: increase the number of prospective students by measure of overall applications, increase the number of campus visits by measure of visits annually during campus tours and Warhawk Premiere Days, decrease the number of students who transfer with assistance from UW System, and finally reduce the number of students dismissed due to academic reasons Website Analytics Table 35 Campus Tour numbers Table 36 Warhawk Premiere Day numbers Table 37 38 | P a g e Appendix I: Supporting Charts 1970 Table A: Population of 14 county regional area 1970 to 2013 1980 1990 2000 2010 2013 est Columbia Dane Dodge Green Jefferson Kenosha Milwaukee Ozaukee Racine Rock Walworth Washington Waukesha 40,150 290,272 69,004 26,714 60,060 117,917 13-county area State TOTAL 54,461 170,838 131,970 63,444 63,839 231,335 43,222 323,545 75,064 30,012 66,152 123,137 964,988 66,981 173,132 139,420 71,507 84,848 280,203 45,088 367,085 76,559 30,339 67,783 128,181 959,275 72,831 175,034 139,510 75,000 95,328 304,715 52,468 426,526 85,897 33,647 75,767 149,577 940,164 82,317 188,831 152,307 92,013 117,496 360,767 56,833 488,073 88,759 36,842 83,686 166,426 947,735 86,395 195,408 160,331 102,228 131,887 389,891 56,804 497,021 88,875 36,799 83,940 166,915 950,410 86,705 195,174 160,148 102,579 132,612 391,478 2,374,253 4,417,821 2,442,211 4,705,642 2,536,728 4,891,769 2,757,777 5,363,715 2,934,494 5,686,986 2,949,460 5,717,110 1,054,249 % growth % growth 1970-2013 2000-2013 41.5% 71.2% 28.8% 37.8% 39.8% 41.6% -9.8% 59.2% 14.2% 21.4% 61.7% 107.7% 69.2% 24.2% 29.4% Table B: Demographics of 17 county regional area (S Wisconsin/N Illinois) by County HS College 2012 HS County % Under % Graduates Graduates Graduates Pop (2010) 18 y.o Caucasian Columbia 733 56,833 23.3% 95.8% 89.8% 19.6% Dane 5,160 488,073 21.7% 84.7% 93.9% 44.4% Dodge 739 88,759 22.1% 93.8% 86.3% 15.0% Green 432 36,842 24.4% 96.6% 90.0% 18.3% Jefferson 1,118 83,686 23.7% 94.0% 88.0% 21.3% Kenosha 2,497 166,426 25.7% 83.8% 87.2% 22.0% Milwaukee 13,378 947,735 24.9% 60.6% 84.7% 26.8% Ozaukee 1,235 86,395 23.6% 94.9% 94.5% 42.2% Racine 2,268 195,408 24.8% 79.7% 86.6% 22.4% Rock 2,306 160,331 25.1% 87.6% 87.7% 19.6% Walworth 1,321 102,228 23.5% 91.9% 89.1% 25.2% Washington 1,692 131,887 24.5% 95.8% 92.0% 25.9% Waukesha 5,697 389,891 24.1% 93.3% 94.7% 38.4% WISCONSIN Avg 5,686,986 23.6% 86.2% 89.0% 25.5% Boone Co, IL 54,165 29.0% 84.4% 85.8% 19.3% Lake Co, IL 703,462 27.4% 75.1% 88.0% 40.9% McHenry Co, IL 308,760 27.3% 90.1% 91.1% 31.2% Winnebago Co, IL 295,266 24.9% 77.4% 83.8% 20.5% 12,830,632 ILLINOIS Avg 24.4% 71.5% 85.7% 29.8% 308,745,538 U.S Avg 24.0% 72.4% 84.6% 27.5% Source: US Census Bureau 2010 8.3% 16.5% 3.5% 9.4% 10.8% 11.6% 1.1% 5.3% 3.4% 5.1% 11.5% 12.9% 8.5% 7.0% 6.6% Median Income 2009 $52,967 $58,002 $50,483 $51,030 $53,261 $52,914 $42,012 $73,830 $52,063 $49,347 $50,097 $61,756 $72,982 $49,994 $60,425 $76,336 $74,669 $44,390 $53,974 $50,221 39 | P a g e Table C: UW-Whitewater Current Undergraduate Enrollment by County (13 counties in WI; counties in IL) 2009 2011 2014 Columbia 137 122 165 Dane 1,047 1,054 1,027 Dodge 205 197 121 Green 101 118 155 Jefferson 527 522 508 Kenosha 357 388 360 Milwaukee 896 966 1,108 Ozaukee 149 170 236 Racine 415 447 530 Rock 927 985 935 Walworth 893 865 796 Washington 248 270 308 Waukesha 1,432 1,425 1,518 ALL other Wisconsin 1,392 1,418 1,459 Boone Co, IL 16 33 Lake Co, IL 163 230 284 McHenry Co, IL 95 150 273 Winnebago Co, IL 47 83 127 ALL other Illinois 318 429 1,325 ALL other non-WI/IL 170 162 199 ALL International 85 98 102 TOTAL Enrollment 9,613 10,115 10,852 Source: UW-Whitewater Institutional Research 40 | P a g e Chart 4: Strengths, Weaknesses, Opportunities, Threats UW-Whitewater Provost’s Strategic Planning Retreat – Meeting Notes, Tuesday, August 9, 2011 Strengths  Location – proximity to Illinois  Positive leadership o Good and committed o Principled and coherent and diverse  Recruiting multi-cultural students  Reputation  Sense of community  Strong faculty  Dedication to students  Commitment to LEAP  Success of athletics  Innovative teaching  Spirit of innovation  Established interdisciplinary core courses  UWW is used to being frugal  Strong campus leadership  Diversity in student body  Pride in being part of UWW  Collaborative efforts  Quality of HIP’s offered  Access mission  Many new buildings  Proactive  Strong standing with HLC   Amount of LC’s offered Amount of on-campus prof development opportunities Beautiful campus Accessible Leadership Increasing or stable enrollments Strong focus on innovation and entrepreneurship Stable financially LEAP as a campus organizing principle Facilities – campus look good For a university, can move quickly Educational value Sports program Strong and diverse leadership and innovation Community sense Question of work life, physical facilities, financial invest Equitable quality in facilities Diverse student success (compared) o How to communicate strengths to attract faculty/staff o LEAP and HIP sustainability Use strength in leaders Cultivate leadership and innovation                  Strengths: Themes/questions/comments  Why our “High Impact” practices not match national level results?  Overall, graduation rate for minority students has risen, but with more underrepresented students has not moved much recently  Why isn’t everyone in “New Student Seminar”?  We have a higher rate of minority students than other UW campuses  Helpful to disaggregate the retention data by ethnicity  Small community (weakness or strength?) Weaknesses  No strategic marketing – best kept secret in Wisconsin, decentralized (program-based)  No systematic strategic planning process (with goals) Budget should be more tied to goals  Retention and graduation gap  Lack of data – driven decision process  Insufficient endowments  No clear identity  Resource competition/budgetary constraints  Failure to broadly embrace IE  Disengagement  Communication challenges within university  Lack of advocacy beyond campus            Lack of use regarding innovative/current technology to communicate with students Silos Need to more with Inclusive Excellence Bureaucracy impedes rapid movement Lack of time to work on key issues (stop the bus) Perceptions (external) Our location may not attract Faculty/staff diversity (lack of) Educational programs need greater integration (capstone, etc) Limited number of scholarships Not nearly enough financial aid 41 | P a g e       Some facilities/buildings falling part Number of students involved in HIPs Faculty/staff buy-in to professional development Need more capacity to manage data Faculty/staff need more time to reflect, connect Facility/infrastructure limitations       Non-residential may mitigate community building Opportunism Lack of student jobs on campus Little or no shopping opportunities Too much assessment and no evaluation Facilities dated/upkeep in academic areas Weaknesses: Themes/questions/comments/implications Themes: 1.Lack of strategy 2.Lack of identity as a campus 3.Resources 4.Data use/availability 5.Achievement gap 6.Time for reflection Questions 1.What’s working, not working in our efforts to close achievement gap? 2.Systematically to address resource issue 3.How we create time to engage in planning and reflection? Opportunities  Greater System flexibilities in revenue generation and expenditure – other flexibilities too  Beautiful campus, some nice facilities  Innovation (focus on)  Financially stable  Recent retirements can bring new blood  New faculty and staff  Expanding digital world (more and more “digital natives” and stable pool of “digital immigrants”)  Leadership by example  Collaboration  Leverage location better  Great Research and Sponsored Programs area  Expand programs  Tech advances can help us bridge gap  Possibility for increased engagement and involvement of UWW family members (in the interest of student success and retention)  Build better, stronger relationships with local business schools  New mechanisms of/for engagement, scholarly activity, and revenue  Integration  Diversity  Assist in the development of students  Strong business outreach                    Grant writing Changes in demographics Strong faculty in sciences Changing PK-12 environment Opportunity to grow enrollment Opportunity to grow endowment EDD program Committed Chancellor and Provost and other administrators Implement LEAP and Inclusive Excellence Early into online learning Change in campus flexibilities Develop greater presence in nano science (center, interdisciplinary employers) Generation (tech transfer, competitions, prizes service projects, ISRAs, etc.) Synchronize annual reports with audit and review Health Sciences Program (high percent of work) Reaching out to families Expand “Common Read” to curriculum (NSS?) Comprehensive review of retention strategies to see what works/what to cut/what to add Regional engagement 42 | P a g e Opportunities: Themes/questions/comments/implications Summary of Opportunities  Classroom/Program Development  Technology  Regional Engagement  Staffing  Finances  Retention  Recruitment Implications  Priorities  Timing  Need to stay nimble, flexible  Diversify money so not so state-dependant  Branding/identify marketing  Plan for growth initiatives  Focus on mission Threats  Economy  UW System control  State, nation and world changes/uncertain times  State legislature meddling  Perceptions  Diminished federal and state resources  Federal government “regulations”  University infrastructure for growth  Insufficient endowments  Ability to retain talented faculty, staff and students  Growing without a plan  No clear identity – who are we in comparison with others?             Competition is intensifying National/state pressure to change without knowing what to change into Other schools with offerings in our backyard Declining number of traditional students Change in flexibility could mean system control Internal competition for resources Cost control New recruits might want to avoid Wisconsin National fear about what is to come (perpetuated) Increasing tuition and costs for families Students not coming because of their finances Poaching of faculty and staff by other states Threats: Themes/questions/comments State System interferences Questions about money Competition Perceptions? (What we mean?) a Educators viewed as not important – overpaid and not contributing b That our campus not as great as UW-Madison 43 | P a g e Project Printed material Table E: Admissions Marketing and Promotional Material Audience Distribution Number Find Your Fit (System) All HS seniors in WI Mailed by System Viewbook Mailed; handout Admissions Packet (LIST all) envelope; letter; cling Freshman Checklist HS juniors/seniors and families; campus visitors HS sophomores/juniors and families Admitted students- New freshman and transfers Admitted freshmen Transfer Checklist Admitted transfer Mailed ReAdmit Checklist Admitted Readmits Mailed Special Full Checklist Admitted Special Full Mailed Special No Checklist Admitted SNC Students Mailed HS Counselor Update HS counselors @ WEFs Handout at WEF High School Visit Poster HS guidance offices Mailed Non-resident remission information Adult/non-traditional Brochure Transfer Brochure All non-residents and families Adult/non-traditional students All transfer students Mailed & handed out Premiere Day Schedules Visiting students/families Handout xCounselor Visit Day (Save the date & invitations) xAdmitted Student Football Game promotional Flyers nViewbook in Spanish High school counselors Mailed /emailed Admitted students Handout Select students and families Prospective Students Mailing/handout Prospective Students Handout Prospective Students Handout Study Abroad Prospective Students Handout Learning Communities Prospective Students Handout Junior Viewbook nValue Piece Other office printed material used by Admissions Center for Students with Disabilities Financial Aid Cost Mailed Mailed Mailed Mailed & handed out Mailed & handed out Mailed/handout Involvement? Diversity? LEAP? High Impact? Music? Athletics? 44 | P a g e Electronic material Admissions Website All Web Online chat Prospective students and families Prospective students visiting during WPD Prospective families visiting High school visits Web Prospective families visiting Prospective visiting students Prospective students Slideshow Facebook - UW-Whitewater Admissions Page Facebook- Class of group All Facebook Admitted students Facebook Twitter @uwwadmissions All Twitter Social Media Campaigns and competitions Photos with Willie Prospective students social media Prospective students social media Prospective Student Communication Stream Admitted Student Communication Stream Counselor Communication Stream Counselor Day (save the dates/invite) xAdmitted Student Football Game promotional Flyers nViewbook online Prospective students email Admitted students email High school counselors email High school counselors/ two year counselors Admitted students mail and email Prospective students web nVirtual Tour Prospective students unable to visit Admitted Students web Promotional Items (LIST) Prospective students Pennants Warhawk Head Cut out HS counselors/ prospective students Prospective students Premiere Days/ Mailing/ visits Handout/mailed Table Top banners (4 designs) Campus Assistant Clothing Used at college fairs and high school visits CAs Table top Staff Clothing Admissions staff Admissions staff Premiere Day Shirts Visiting students Handout Warhawk Premiere Day intro video (video) Warhawk Premiere Day student intro (video) Slideshow Welcome Presentation Top MMR Video Reel Student Video Blogs nCongratulations Video During WPD Video Slideshow Prior to tours Facebook social media/email Email Promotional Items/Other Handout/mailed CAs 45 | P a g e Advertising Ads for Facebook Prospective students on Facebook Veterans/Adult Students On-line Rockford Aviators ad/outfield sign/T-shirts Ads for college fair booklets (new?) New Quarterly Magazine Prospective familiesRockford area Prospective Students game/t-shirt night Chicago and southern Milwaukee Dr Offices/dentists/ local businesses Billboards Radio Ads Milwaukee/Madison/ Appleton/N Illinois Milwaukee/Madison Radio Milwaukee Magazine Milwaukee area Handed out/mailed Financial Fit IL prospects Handout Prospective visiting students Wall Ads for LinkedIn web Magazines, etc Other Visitor Center photos 46 | P a g e